Wen | Wang Lin and Ren Xueyun of Tech Planet
Jin Jing, a former vice president of Baidu, released four videos during the May Day holiday.FreeslotmachinegamestoplayWhile the number of fans has risen by nearly one million, it has aroused heated discussion.
In addition to the debate, what is more surprising is that she went to Hangzhou many times to consult the Douyin online celebrity "Brother Hisseng" and asked all the staff of the public relations department to make short videos. It is reported that Xiao Jing ran from Beijing to Hangzhou to record the above four videos at a total cost of 160000 yuan.
In the early morning of May 10, not long after the news of Ms. Jing's departure came out, the sea cucumber was very quiet. He said in the video, "that old friend of Baidu has been to me," but did not join the private board. After the sea cucumber brother released the video, the photo of Xiao Jing meeting with the sea cucumber brother in Hangzhou was also exposed.
Not only Xiao Jing, recently, the leaders of Xiaomi Lei Jun, Zhou Hongyi, Xilai Automobile Li Bin and other major Internet companies have all begun to do personal IP, short videos and live broadcasts.
The trend of creating personal IP with short videos and live broadcasts is so strong that grassroots Internet celebrities and Internet elites have intersected in this way.
There is a consensus in the knowledge payment circle that we should not make products with low unit price. Entrepreneurs with high management and small accumulation on the Internet like Wei Jing are the target groups for paid harvesting of knowledge.
They have a certain degree of financial ability, and hope to find the next window of career outbreak, or have a greater say in the enterprise. Therefore, he did not hesitate to spend tens of thousands of yuan just to buy an opportunity. But more often, what you buy is a bad check.
Even if many people see through the trap of paying for knowledge, as long as they are anxious, the harvest will last forever.
Who is cutting elite leeks?
The blogger Haishen, who claims to have more than 30 companies under his name, can help you solve the business of less than 100 million yuan. He started his career by selling emotional courses in his early years, and later transformed into selling short video courses.
After the story of Lu Jing, a former vice president of Baidu, was fueled, a blogger named "Nee Neon son" complained that she was the third company executive she knew to have been harvested by Brother Sea Cucumber.
She said that her former leader also came from traditional media, and she may feel that the threshold for short video is low, so she bought the courses of sea ginseng elder brother. Leaders will teach the flow skills they have learned as if they were in the Bible, asking everyone to do IP. As a result, my leader worked with brother Hai Hai to do IP for one year, which cost 2 million yuan and realized 0 yuan.
A consumer who bought a finance and business course in sea ginseng three years ago told Tech that there were about 200 people at the scene, mostly small bosses in third-and fourth-tier cities, and most of them were worth millions.
The whole course lasts 10 days, costs 50,000 yuan, accommodation and catering is included. He spent two days talking about successful cases, there were only two cases, and the other eight days were all about textbook knowledge, such as low-level logic. Many small bosses come to get to know people, especially Meiye and KTV, "says the paid student.
Most of these small bosses have stepped on the dividend of the times, and they hope to find the next dividend and spend 50,000 yuan, in case it is worth it to find the next opportunity.
Another entrepreneur who bought a "trader course" for 9980 yuan described the splendor of the offline course: "nearly 9980 people get together, everyone wants to speak, and everyone's face can see the desire to make money."
In the face of potential consumers who come to consult, sea cucumber brother has a set of usual logic, first ask the industry, your position, the company's revenue, and then tell that there is great potential for development, but you just can't do it now. After that, the guide pays.
A consensus in the knowledge payment circle is not to make low-customer unit-price products, because people who are willing to pay a high price for products often have more value to tap. In the construction of sea cucumber elder brother product system, the service is advanced step by step, and the price ranges from several thousand yuan to hundreds of thousands of yuan. The price is relatively low for offline courses of about 6000 yuan, while the higher price is for the million-level "IP whole case".
A person familiar with the matter told Tech that his friend spent 200000 to join the Senate private board, and they promised that they could consult at any time if they had any questions, and would send someone to follow up the whole process.
It's not just brother sea cucumber. Zhang Qi, a new business mentor who claims to have 87 million followers, has reached 3 for three days and two nights.FreeslotmachinegamestoplayFor the 980,000 offline courses, the consultation fee for an hour is 30,000 yuan, and the enterprise landing service is 298000 yuan.
An entrepreneur in the cross-border e-commerce industry said that when she bought Zhang Qi's courses on pinduoduo for 9.9 yuan, she felt the same as all the training courses in China. According to her logic, she sounded reasonable and enthusiastic, but practical exercises were not needed.
These bloggers are always talking about correct nonsense like "when you're full, you won't be hungry", or common sense.
"it's a circle."
Knowledge-paying bloggers are almost one of the most clustered groups, waving flags and shouting at each other and harvesting together.
In 2021, bloggers in the entire knowledge payment circle are looking for "Lao Ji". This activity was started by Liu Runfa, followed by private domain director Xiao, Qunsheng and other communities.
Lao Ji, whose full name is "luxury car poison Laoji", has no 4S store, no exhibition hall, does not meet with customers, and has only a team of more than 30 people. He is the "top seller" of 1.5 billion of the car rims per year, with a per capita revenue of 50 million yuan.
These knowledge bloggers divert each other and share interests. They will post advertisements for other bloggers in their own community, and they will also buy courses from other bloggers, which can be regarded as "supporting brothers" to some extent.
A student who once paid 50, 000 for a course in finance and business told Tech that soon after the course, his staff would recommend courses from other knowledge bloggers to him.
Take the sea ginseng elder brother as an example, he has created a huge matrix account, and the makers behind these accounts IP are called "partners", but in fact, the conditions for becoming a "partner" are payment and sharing.
"Sister Mao is a phenomenal IP created by Brother Shen," says a boss who has bought a course of sea ginseng. According to public data, there are nearly 10 phenomenal IP created by Brother Sea Cucumber, such as Sister Mao, Li Na, Jiao Yang, Pan Jinghui, Zhang Xinyuan, and family education teachers on National Day.
"the sea cucumber elder brother sells the circle", one "boss" who has attended its offline course throws such a conclusion. These bosses are not only fans of sea cucumber elder brother, but also admire other mentors. Of course, it is not just mentors who are useful in the circle.
According to a previous tweet by Brother Sea Cucumber, his private board will be regarded as the largest "resource bank". This resource bank is for members who have paid at least 80,000 yuan for membership. Many people join the community in order to gain more networking resources, and they expect these people to give them a hand at a critical moment.
However, an entrepreneur who bought the sea cucumber course in his early years said he didn't find a useful person in it.
In order to make this resource pool more attractive, Haige also marked the income distribution of members on posters: all members earn more than 1 million yuan a year, of which 73% earn more than 10 million yuan, 30 percent earn more than 100 million yuan, and 10 percent earn more than 1 billion yuan.
As a result, the private board became a status symbol of the bosses involved, and they even spontaneously became the "public relations" of the sea cucumber brother. On social platforms, some bosses who pay to buy sea cucumber courses will use keywords such as "wisdom", "direct" and "benefit a lot" to describe him and the course.
During the communication with Tech Planet, a "boss" chatted halfway and suddenly said, "you can go directly to Brother Sea Cucumber for 100000 yuan."
Constantly questioning, harvesting as usual
After the story of Xiao Jing came to light, Brother Sea Cucumber was able to break the circle further. In the early morning of May 10, Brother Hisseng released a video to explain. He said he just learned about it today, called "the old friend of Baidu", came to brother Shen, but did not join the community, and the two had a pleasant chat.
He has the capital to reap more believers. On social platforms, people have never stopped questioning knowledge bloggers. Many users found that the cars they bought at luxury car Poison Laoji were more expensive than those in 4S stores. A blogger named Mr. Cang Dr.Cang said that for the car they bought at Laoji for 3.8 million, the configuration of the same bloggers in the group of car friends was only 3.25 million.
On the social platform, the complaints and doubts about the business ability of the sea cucumber elder brother also rose to me. Netizens make fun of sea cucumber elder brother as a master of successful learning and an Internet liar. Even entrepreneurs who have bought sea cucumber courses complain to Tech that they are not worth 50, 000 at all.
"if his lessons were useful, would there be thousands more billionaires in the world?" A "boss" who consulted the sea cucumber brother asked the Tech planet.
Another reason why she finally decided not to sign up for the course was "attitude." I asked two questions, and he said I was stupid and that I had low EQ. "
But this does not prevent knowledge bloggers from making money at all. Zhang Qi realized 10 million yuan in his debut month, while the sea cucumber brother claimed to be a young man with a few hundred million yuan at ease, and he also openly "showed off his muscles," saying that he had nine IP incomes over nine figures.
However, these knowledge bloggers seldom have successful entrepreneurial experience.
According to public data, brother Hisan, whose real name is Shen Wenjun, was born in 1987 with a junior high school degree. He claims to have stepped on every tuyere in the market. For example, he started Taobao shop in 2003 and made his fortune by selling sea cucumbers. He has run factories and has been involved in the e-commerce cycles of every platform from eBay, Taobao, Tmall, WeChat merchants, Zhihu and Douyin, and his greatest achievement may be Douyin online celebrities.
Rather mysterious experiences are packaged as gimmicks. And the "bosses" who were attracted by these gimmicks also automatically put a filter on him when they received the training of the sea cucumber brother.
Zhang Qi, who claims to be a business mentor, claims to have worked as a senior business consultant for Fortune 500 companies, serving more than 100 companies such as Ping an, Shell and I Do Jewelry, but he has never given a clear answer as to which company he is.
Another entrepreneur who tried to find a way to make money from the sea cucumber video gave this evaluation, which at first glance thought he understood it, but the more he looked at it, the more he felt the same as not saying it.
But there are still people coming forward. An entrepreneur who is also in the field of paying for knowledge told Tech that what is special about sea cucumber is that he set a threshold for "rich people" at the beginning, and as the number of users in this circle increases, whether the course is useful or not, it forms a so-called "positive cycle."
"therefore, the course itself is of little significance, and of course many people in this circle are also clear," he added.
